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Identity Matching 101 How to Use Email to Resolve Customer Identity

Jun 10, 2019   |   2 min read

Knowledge Center  ❯   Blog


Effective marketing has to meet consumers where they are across all channels and should feel personal to each. That’s where customer identity matching comes into play. Without that consistent connection of offline, online, mobile and onsite behavior to email behavior, businesses won’t be able to create messaging that consistently resonates with their audience.

Email addresses are proving to be a reliable identity carrier, perhaps even more so than cookies, IP addresses, devices, registration credentials and even physical addresses. People tend to keep email addresses for life, as if they have some sort of sentimental value. Another reason email addresses tend to stick around is that they’re mobile. People can move and change their physical addresses, but still be able to keep their free gmail accounts active wherever they go.

Regardless of the reason for the long relationship between email address and owner, companies are finding new ways to validate and resolve customer identity across many channels based on that same type of relationship.

Email sign-in identity resolution

Piecing together the identity of users across several channels and devices online and offline is the challenge marketers hope to resolve so they can validate their data and translate it into creative ads that garner significant engagement. The longevity and significance of email use makes for an exceptional pillar in the effort to validate user identity.

The first step of conceptualizing the data is to house it under one unified database. But, remember that databases can quickly become cluttered with invalid data. Email is an exceptional cross-channel identity validation tool with longevity, especially if a business has used our email validation. By relying on email as a guiding light, the brand ensures its database has a healthy starting point.

Onsite behavioral data and content

Expand on the initial data gained by developing expansive user profiles with first-party-collected data. That can be done by connecting user emails to their mobile IDs, postal addresses, browsers and more.

Add to those robust user profiles and polish up the database by including priceless historical data via previous pages read by each user. By adding contextual behavior, brands can place each user into funnels based on more than just simple actions.

Piecing it all together with TowerData

With incomplete user data, brands miss out on gathering the most-relevant behavioral data possible. That can also lead to missed engagement opportunities. TowerData works to optimize the identity-matching process so that the collected data is not only valid, it is as robust as possible to fill out user profiles.

By connecting postal addresses to email addresses, we connect offline and online behavior. The next step is to connect email data to cookies to collect online and onsite behavior. We complete a multi-channel connection by adding a mobile ID to user profiles to complete the user’s identity.

TowerData completes the identity holes that leave user profiles lacking identity-matching solutions that meet brands’ unique needs. Contact TowerData to find out more about our services.

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